Linnworks vs Selro (2026): which should you pick?

Pick Linnworks if

• Fits if you sell on Amazon, eBay, Walmart and TikTok Shop and keep overselling
• Works for orders that need routing to different warehouses or 3PLs by rule

Look elsewhere if

• Skip it if you want a price before talking to sales, as it's quote only
• Not for you if you make your own products, as the listing shows no materials or production tracking
• Tight if your orders spike, since tiers are set by monthly orders and overages apply above them
• Pricey if you want listing tools, the WMS or forecasting, as each is priced on top, plus a one-off onboarding fee
• Watch out: SkuVault Core is sold only in North America, and there's no desktop or phone app

Pick Selro if

• Fits if you sell on several marketplaces and ship with UK couriers
• Works for sellers who want every feature without choosing between tiers

Look elsewhere if

• Watch out: prices are in pounds plus VAT, and the pricing page we read showed one dollar figure
• Tight if you add channels or staff, as each extra channel is £10 and each extra staff account £20
• Watch out: Royal Mail OBA is a £20 a month extra on annual plans
• Skip it if you pass 10,000 orders a month, because that is priced through sales
• Not for you if you need a known trial length, as the page does not state it

Linnworks

• No prices are published: plans are quoted after a demo, tiered by monthly orders, with overage charges above the tier.
• Listing tools, the WMS and SkuVault warehouse features are priced by order volume on top; forecasting is a flat fee.
• SkuVault Core, with quality control, serialization and 3PL client portals, is only sold in North America.
• Onboarding is a one-off fee set by the scope of the project, and the vendor recommends buying it.

Selro

• Prices are shown in pounds plus VAT; a USD and a euro tab exist, and only the £79/$99 entry price appeared in the page text read here.
• Extra sales channels cost £10 a month each and extra staff accounts £20 a month each on Growth and Enterprise.
• Royal Mail OBA integration is an extra £20 a month on annual plans.
• Accounts above 10,000 orders a month are priced through sales.

Linnworks

Stock sync across 100+ channels

Updates stock on Amazon, eBay, Walmart, Shopify, TikTok Shop and other channels every few minutes after each sale to prevent overselling.

Rules-based order routing

A rules engine with unlimited routing rules sorts, prioritizes and sends orders to the right warehouse or 3PL, with custom order views.

Shipping and labels

Connects to carriers and aggregators, prints labels with order and courier details, and picks carriers automatically by rule.

Purchasing and forecasting

Purchase orders and low-stock alerts, with Linnworks Forecasting sold as a flat-fee add-on that uses sales history and seasonal trends.

Warehouse picking

Pick lists and routes, replenishment from storage to the picking area, and pack checks before shipping; SkuVault Core adds more in North America.

Spotlight AI and reporting

Spotlight AI suggests automation rules for repetitive tasks, and dashboards report revenue and profit by SKU and channel.

Selro

Multichannel inventory

Stock control across marketplaces and online stores; the vendor says over 40 sales channels are supported.

Listing creation

Create and update marketplace listings from one tool, including a new AI-assisted option using ChatGPT and Claude.

Order management

Orders from every channel are processed in one place, with shipping rules to automate fulfilment.

Multi-carrier shipping

Courier labels are printed in seconds and dispatch details are sent back to the sales channel.

Accounting feeds

Sales receipts are created in QuickBooks, Xero, Sage Online or Kashflow from channel orders.

Open API

A developer API connects sales channels to a seller's own back-office systems.

Linnworks

Pricing could not be confirmed. See linnworks.com.

Selro

• Standard£79

  per month plus VAT, billed monthly (£900 billed annually)

  2,000 orders a month, 50K SKUs, 20 sales channels, 2 staff accounts and all features.

• Growth£150

  per month plus VAT, billed monthly (£1,710 billed annually)

  5,000 orders a month, 100K SKUs, 50 sales channels, 5 staff accounts on monthly billing (10 on annual).

• Enterprise£300

  per month plus VAT, billed monthly (£3,420 billed annually)

  10,000 orders a month, 10 staff accounts, 50 sales channels; 2p per extra order on monthly billing.